Apple’s September 9 event marks John Ternus’ first major keynote as CEO and could introduce the iPhone 18 Pro, new Apple Watch models and the company’s first foldable iPhone
CUPERTINO, California — The day has arrived. Apple is holding its highly anticipated September 9 product event today, in a presentation that carries even more significance after the company’s recent change in leadership.
The “Surprise and Shine” event will take place at the Steve Jobs Theater at Apple Park, beginning at 1 p.m. ET and 10 a.m. PT.
It will also be the first major Apple product event led by John Ternus, who officially became CEO on September 1, succeeding Tim Cook.
And one expectation is dominating coverage ahead of the presentation: Apple may finally introduce its first foldable iPhone.
The foldable iPhone could be the biggest announcement
Apple has not officially confirmed the product, but the latest reports from Reuters, AP, The Verge and other technology outlets point to strong expectations that a foldable iPhone could be unveiled today.
The device has been referred to in reports as the “iPhone Duo” or “iPhone Ultra,” although Apple has not confirmed either name.
The expected design resembles a book or passport. When closed, the device would function like a conventional smartphone. When opened, it would reveal a much larger internal display.
Reports suggest an external screen of roughly 5.5 inches and an internal display approaching 7.8 inches, although those specifications remain unconfirmed.
Price is also expected to be a major talking point. Market estimates put the device at more than $2,000, with some projections exceeding $2,500.
If launched at that level, it would become one of the most expensive iPhones Apple has ever sold.
John Ternus faces his first major test
The event represents a significant moment for Apple’s new CEO.
Ternus took over after Tim Cook spent 15 years leading the company. Before becoming CEO, Ternus was Apple’s senior vice president of Hardware Engineering and played a central role in the development of the company’s products.
If the foldable iPhone is introduced today, Ternus would be presenting one of the biggest changes to Apple’s most important product category at the very beginning of his tenure.
iPhone 18 Pro and Pro Max are also expected
The foldable iPhone is not expected to be the only major announcement.
Apple is also expected to introduce the iPhone 18 Pro and iPhone 18 Pro Max.
Reports have pointed to camera improvements, a possible variable-aperture camera system, a smaller Dynamic Island and upgraded internal components.
Some models could also become more expensive as Apple faces higher component and memory costs.
Another significant change could involve Apple’s release strategy.
Instead of launching the entire iPhone 18 family today, Apple is expected to focus on its premium models, with the standard iPhone 18 and lower-priced versions potentially arriving later, possibly in spring 2027.
Apple Watch and AirPods could also be updated
New Apple Watch models are also expected at the event.
Apple could introduce the Apple Watch Series 12 and Apple Watch Ultra 4, potentially with improvements to health monitoring and other hardware features.
There are also expectations surrounding new AirPods, although Apple has not confirmed which products will appear during the presentation.
AI and Siri remain a major challenge
Hardware will not be the only focus.
Apple is also under pressure to demonstrate stronger progress in artificial intelligence.
The company has been working on a more capable version of Siri as it tries to compete with advances from Google, OpenAI and other major AI companies.
The new Siri is expected to become more deeply integrated into Apple’s operating systems and handle more complex tasks.
For Apple, the challenge is balancing faster AI development with its long-standing emphasis on privacy and on-device processing.
Why the foldable iPhone matters
The iPhone remains Apple’s most important product category.
According to Reuters, the iPhone generated approximately $209.6 billion, more than half of Apple’s sales, during the company’s most recent fiscal year.
That makes the possible foldable iPhone much more than a new design.
Apple could be attempting to create a new upgrade cycle at a time when the traditional smartphone market has become increasingly mature.
Analysts expect Apple’s entry to significantly increase competition in the foldable market, particularly because of the company’s enormous installed base and tightly connected ecosystem.
Competitors are already moving
Apple is entering a market that has been developing for years.
Samsung, Huawei, Google and Motorola already sell foldable smartphones, with Samsung remaining one of the global leaders.
Huawei and Xiaomi have also introduced new foldable devices just days before Apple’s event, increasing competition at the premium end of the market.
Apple’s late entry, however, could allow the company to learn from several generations of competing devices and focus on areas such as durability, battery life, hinge design and display quality.
What Apple could unveil today
The biggest expectations include:
First foldable iPhone
A premium book-style device with a much larger internal display and a price expected to exceed $2,000.
iPhone 18 Pro and Pro Max
New premium smartphones with camera and design improvements.
New Apple Watch models
Possible hardware and health-monitoring upgrades.
AI and Siri updates
New Apple Intelligence capabilities and a more advanced Siri.
A new iPhone launch strategy
Some standard and lower-priced iPhone models could be delayed until spring 2027.
The presentation begins at 1 p.m. ET today.
Until Apple executives take the stage, the company is keeping the final product lineup under wraps.
But the stakes are already clear. Today’s event could introduce not only a new iPhone, but also a new direction for Apple under John Ternus.
Source: Reuters, Associated Press, Apple, The Verge and MacRumors
